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Burger King Norway culls the social media herd—and it works

When it comes to social media marketing, most brands want more fans. The more fans you have, the more people who see your content.

But what if those “fans” aren’t fans at all, and it turns out they’re just jerks?

Burger King Norway was fed up with fake fans among their 38,000 Facebook “likes,” so they launched a campaign to find out who their true fans were. (As in, not the people who come to the page to tell them the Whopper sucks.)

On a microsite, true fans stayed loyal to BK, while “Whopper Sellouts” got a coupon for a free Big Mac and a lifetime ban from the BK page.

The result is a thing of marketing beauty:

Burger King Norway lost 30,000 fans, gave away 1,000 Big Macs and were left with 8,400+ fans who “engage with the brand five times as much as users did on the old page,” according to Business Insider.